The host allocation process involves the rotation of countries. The Lions have challenged agencies “to include: your recommended optimum host nation allocation model, e.g. no rotation, 12-year (current) or 16-year rotation; and how to drive increased value by potentially resetting the host allocation model from the current rotation”.
The timing of potential changes concerns how best and when to change the current model, if needed, and whether there should be a bid process or structured dialogue with targeted host nations. The schedule element focuses on how pre-tour, tour and Test matches would be structured in prospective and incumbent host nations “to drive increased commercial value, fan engagement, player preparation and player experience”.
The research’s objective, according to the Lions, is to “evolve the current operating model to significantly increase revenue, margin and profit from each tour, to future-proof the business within the wider rugby union ecosystem”.
“There is an ambition to understand how the model could evolve to maximise future return, with some fundamental assumptions within the Lions Tour Framework potentially shifting,” the document states.
The Lions require the successful firm, which will be decided this month, to sign non-disclosure agreements (NDA) to allow the touring side “to share further context and information to inform full proposal responses”.
Telegraph Sport revealed last year the Lions were in negotiations for a one-off match against France as a curtain-raiser to the tour to New Zealand in 2029, in much the same way as Andy Farrell’s side hosted Argentina in Dublin ahead of last summer’s series. However, a full tour away from the southern-hemisphere triumvirate had not been formally explored until now.
During last summer’s tour to Australia, where the Lions won the Test series 2-1, chief executive Ben Calveley said he did not envisage a world where the touring side would not return Down Under, revealing that the expedition generated the biggest ever profit for both his organisation and the host country.
On Wednesday, Rugby Australia reported a record AU$70.6m (£37.42m) surplus in its 2025 financial accounts, driven largely by the tour, turning around a record deficit of AU$36.8m (£19.5m) on the previous year.